‘What we found was that the giver wants to ‘wow’ the recipient and give a gift that can be enjoyed immediately, in the moment, while the recipient is more interested in a gift that provides value over time,’ explained Jeff Galak.

Still have no idea what to get that certain someone? Turns out gift cards aren’t the layz options after all. A 2014 study revealed people tend to use them to buy themselves luxury items they wouldn’t normally indulge in.